The rapid evolution of artificial intelligence (AI), particularly in generative media, has given rise to deepfakes — hyper-realistic digital manipulations of a person’s likeness. This phenomenon challenges the boundaries between intellectual property (IP), privacy, and personality rights. While existing copyright law protects expressions of creativity, it does not squarely address the unauthorized use of a real person’s image or voice through AI. This article explores whether and how personality rights can serve as a legal response to the rise of deepfakes, comparing U.S. jurisprudence with emerging perspectives in jurisdictions like Uzbekistan. The study argues for a reconceptualization of legal identity in digital space, proposing stronger integration between personality rights and IP frameworks.

Deepfakes, Artificial Intelligence, Personality Rights, Right of Publicity, Digital Identity, Intellectual Property Law, Moral Rights, AI Regulation, Comparative Law, Uzbekistan Legal Framework, Synthetic Media, Image Rights, Legal Harm, Privacy

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